Case Study: Auchan Hypermarket (India) - Imported Food Festival Wishlist campaign on Facebook

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Case Study: Auchan Hypermarket (India) - Imported Food Festival Wishlist campaign on Facebook.

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Case Study: Auchan Hypermarket (India) - Imported Food Festival Wishlist campaign on Facebook

  1. 1. Case Study: Auchan India ImportedFood Festival Wishlist campaignHow AliveNow helped engage the fans of AuchanIndia with a creative and interactive Facebookcampaign to promote the Imported Food Festival!
  2. 2. About Auchan India• Auchan is one of the world’s largest hypermarket chains with 616hypermarkets in 12 countries in Central and Northern Europe, Russia,and China.• Auchan is now in India with 13 hypermarkets in various cities.• It’s a hypermarket where everything starting from food, groceries,electronics, beverages, clothing and almost everything is under oneelectronics, beverages, clothing and almost everything is under oneroof.• Auchan launched its Imported Food Festival campaign on the 8thFebruary, which features a varied range of international foodproducts from across the globe.02 Auchan India Imported Food Festival - Facebook Case Study
  3. 3. Objective of the Imported Food Festival campaign• To increase awareness about Auchan, the hypermarket that has justopened its doors in Indian Markets.• To spread awareness about the Imported Food Festival (IFF).• To enable to engage a large number of audience to bring into noticethe varied range of international food products this festival has to offer.• Engage with fans in an interactive and different way to educate themabout the products available at the Imported Food Festival• Increase likes on the page and get database of potential Auchan users.03 Auchan India Imported Food Festival - Facebook Case Study
  4. 4. Strategy and Approach• The main aim was to educate the audience and spread the word aboutinteresting and new Imported products at Auchan’s IFF.• We came up with the Create Your Wishlist contest for Auchan India’sImported Food Festival.• In this application, a user is shown about 15-20 Imported productsavailable at Auchan’s IFF. They have to then select their “Wishlist” of anythree products they would like to WIN! For a one month period, wethree products they would like to WIN! For a one month period, wedeclared daily winners who actually won the products they wished for!• We used the Facebook application platform and the Facebook Adsplatform to reach the right audience and achieve the desired results.04 Auchan India Imported Food Festival - Facebook Case Study
  5. 5. Pre-Like pagePre-Like pageA user has to LIKE toenter the app. Uponliking the page he/sheis taken to the nextscreen.05 Auchan India Imported Food Festival - Facebook Case Study
  6. 6. Navigation PageNavigation pageOnce the user lands onthe page, they are given 3options to choose from.1. What’s available at theAuchan’s ImportedFood Fest where theycan preview the rangeof international productsof international productsavailable2. Create my Wishlist -Theinteractive Game.3. Daily Winners list whereour users can check thedaily winner’s list.06 Auchan India Imported Food Festival - Facebook Case Study
  7. 7. Pick Wishlist!1. Once the userlands on thispage ,they cansee a widerange of foodproducts2. They have toCreate Your Wishlist - Pick Wishlist2. They have topick any 3products andadd them to theWishlist .3. Submit theWishlist andproceed.07 Auchan India Imported Food Festival - Facebook Case Study
  8. 8. Create Your Wishlist - Submit DetailsSubmit DetailsAfter submitting thewishlist, the user hasanswer in 50 wordsor less, “Why shouldI win the wishlist Ichoose?”Next, they have tofill in their basicdetails like nameemail address,mobile number, forus to contact incase they win.08 Auchan India Imported Food Festival - Facebook Case Study
  9. 9. Create Your Wishlist - Daily WinnersDaily WinnersFor 20 consecutivedays, Auchan Indiaannounced 3 dailywinners whoactually won theirWishlist products!This prompted moreentries, and higherengagement onthe app as userscame backeveryday to checkif they won!09 Auchan India Imported Food Festival - Facebook Case Study
  10. 10. Regular updates on the page promoting IFF10 Auchan India Imported Food Festival - Facebook Case Study
  11. 11. Regular updates on the page promoting IFF11 Auchan India Imported Food Festival - Facebook Case Study
  12. 12. Responses and Likes from fans!12 Auchan India Imported Food Festival - Facebook Case Study
  13. 13. Closing the contest and Thanking fans13 Auchan India Imported Food Festival - Facebook Case Study
  14. 14. Promoting via Targeted Facebook Ads• Besides engaging the existing audience of Auchan India, we also wantedto reach a new audience to spread the word about IFF at Auchan stores.SampleFacebookAds• We used targeted Facebook ads and Promoted Posts in an effectivemanner with many targeting criteria to reach the right untappedaudience.Targeting was done based on the following:• First only in geographic areas where Auchan had stores and where IFF wasongoing.• Then targeting the right demographic (Age + Gender) of users who shop atHypermarkets and Supermarkets.14 Auchan India Imported Food Festival - Facebook Case Study
  15. 15. Auchan IFF Campaign: Results and Numbers• The Imported Food Festival campaign was a tremendous success.The campaign ran from Feb 10th to Feb 28th, 2013. It was during thistime that IFF was active in stores as well.• In this time period, we got over 850 unique entries and had manyhappy winners! Additionally, this campaign resulted in thousands ofwalk-ins to Auchan stores to check out the Imported Food Festival!Parameter Time period NumberNo. of NewLIKES18-20 days 17,500 + New Likes in 21 days.No. of entriesto the contest18-20 days Over 865 entries in all.No. of winners 18-20 days 61 winners got Auchan India’s goodies15 Auchan India Imported Food Festival - Facebook Case Study
  16. 16. Thank You!For more details regarding the Auchan IndiaImported Food Festival Campaign, write to usImported Food Festival Campaign, write to usat contact@alivenow.in with your queries.Visit us at www.alivenow.in to learn more.16 Auchan India Imported Food Festival - Facebook Case Study

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